The outcome of the consortium’s joint activities is a set of educational materials that can provide valuable support for the teaching process and the development of digital competences among students and marketing professionals.
The main output is an academic textbook entitled “Digital Marketing: Theory and Practice in the Visegrad Region”, comprising 19 chapters devoted to the key issues in contemporary digital marketing. The publication covers topics such as: marketing strategies in the digital environment, consumer behaviour, e-commerce, social media, analytical tools, UX/UI design, as well as new technologies such as artificial intelligence (AI), the Internet of Things (IoT), virtual reality (VR) and augmented reality (AR). Each chapter is supplemented by a case study from the Region, practical exercises and quiz questions to test the reader’s knowledge.
The second important outcome is the interactive online course “Hard Skills in Digital Marketing”, which aims to develop essential analytical and technical skills in the field of digital marketing through the use of Google Analytics 4 (GA4). The course covers both the fundamentals of GA4 configuration and more advanced topics related to data reporting and analysis.
The project also resulted in a scientific paper presenting the findings of research on students’ competencies in digital marketing in the Visegrad Group countries. The study was conducted among 1,200 students from Poland, Slovakia, and Hungary. The research findings provide valuable insights for improving educational programmes and better aligning them with the expectations of both students and future employers.
